Unilever to increase spend on digital shopper marketing after proving display ROI

Unilever is planning to shift more of its shopper marketing budget into digital display after finally getting the data that it needs to prove return on investment.

In the first phase of a year long research project between Unilever, Aimia, Sainsbury’s, Nielsen, i2c and the IAB, the FMCG company tested digital display advertising for five of its brands – including Persil, Magnum and Maille. The ads were served programmatically on mainstream sites such as the Guardian and Mail Online over a six-week period using customer insight data from i2c to allow Unilever to target consumers, via cookies, who had bought products in one of the five categories from Sainsbury’s.

Those who were exposed to the ads were compared to those who were not during the campaign and for six weeks after. It used data from Nectar cards, used in Sainsbury’s, to then track both online and offline purchases.

Bron en volledig bericht: Marketingweek